The company's various video partners include ESPN, Conde Nast, Comedy Central, BBC, NBC, Harper Collins and Vice Media, and the videos will all be short and curated at first, which sure sounds like commercials. In addition, Spotify will also launch podcasts from Radiolab, American Public Media and WNYC.
Adding video commercials is a way for the company to increase its advertising revenue while maintaining its current user base. Video adverts are acknowledged to be the most lucrative form on online advertising.
The videos will be rolled out only in the US, the UK, Germany and Sweden as part of the beta test.
Spotify admits that it doesn't quite know what to do with video yet (besides advertising), so the beta test will help identify usage and demand patterns.